"Agriculture has lost a lot of its...raw value of being able to grow a product and just put it straight out to a consumer," he said.

"It's more appealing these days, the business prospect of producing a crop that you invest yourself in and you have a passion for...having contact with customers daily and developing products, developing lines and utilising new varieties to get the consumer what they want."

Nathan and his family have grown their range of products to include vegetables like kale, to diversify their farm and also meet market demand.

While he admits that taking a purely organic approach sometimes has its challenges, he's happy to take them on.

He says his focus for the next few years will be on expanding the family's domestic operations and well as looking to export opportunities.

"Growing a product for the ever-changing consumer is quite a task that I don't think a lot of people understand these days," he says.